As a community, content marketers have experienced some significant ups and downs over the years. For every step forward we take toward content success, it sometimes seems like we take a couple backwards.

But perhaps, this will be the year that changes.

Content Marketing Institute and MarketingProfs just released their annual report–The 2018 B3B Content Marketing Benchmarks, Budgets and Trends.

We’ve come to rely on this report to be a definitive content marketing guide of sorts that provides a finger on the pulse of our industry and shows how we align (or don’t) with our content marketing peers.

In order to move forward, we have to know where we are today, including what is working and what is not. Below are what I consider to be some of the top learnings from the report.

Showing a Commitment to Content Marketing

As we know, content success does not happen overnight. It takes resources, dedication and patience. Commitment to content must be ingrained into company values and culture if it is going to work. So what is the outlook for 2018?

Based on these results it’s evident that only a small number of organizations are falling behind in their support of content marketing initiatives.

Characterizing Success of Content Marketing

But does commitment always equal success? In order for content marketing to be successful, it must be meeting the objectives as outlined by your organization. While 27% of B2B respondents are finding minimal or no success with their content marketing, many are!

The vast majority of respondents say that creating high quality content that is more…